In-store experience : immersion in the Kusmi universe

After writing all these articles, I had to go to a Kusmi Tea store to experience the purchasing process being in the shoes of a customer and of a blog author at the same time. Indeed, the whole conception of the brand and its stores makes more sense once you know its history, the construction of its strategy, the evolution of the brand and its values .

First of all, lost in the middle of a crowded shopping mall during the holiday season, I must admit that I didn't have much trouble finding the Kusmi Tea store. I quickly recognized the famous red walls and floor store.

At the entrance, there is a counter set up with the famous Tsaverna collection, a limited edition for christmas with the theme of roaring twenties. The smell of the infusions and teas used as tastings for the customers immediately captivate our sense of smell. We see the shelves full of colored metal boxes on walls of red background, the whole illuminated by a vivid striking lighting.

The teas are arranged and sectioned with a row by category:, capsules, green tea etc. We find the wellness section, key products for Kusmi Tea's buyer personas, who are active women seeking comfort from tea. More than that, the brand has even thought of making a range of wellness tea based on vitamin C to activate our immune defenses (in this period of winter flu and fear of the new wave of Covid-19) by drinking it over a period of 28 days.

Indeed, I was hopelessly searching for Lov Organic tea, knowing it has been merged with Kusmi Tea. I asked to a salesperson where I could find them and she confirmed me that following the merger, all the flavors have been reproduced under a different name. Indeed, when I went to see the corner where the new versions were, the colors and smells were very similar. I had the opportunity to taste the AquaSummer, formerly Summer in Lov, and the taste was exactly the same, impossible to tell the difference. All the packagings were also certifed with the organic label.

I wanted to take advantage of my time here to narrow down my Christmas gift list, because yes I couldn't resist buying. So I asked the saleswoman what I could get for a budget of 20 euros or less for a Secret Santa. She kindly offered me some samples, advised me to come back and buy some once I'd made up my mind and didn't fail to mention the existence of KusmiKiosk if I wanted to buy at the last minute out of the store's opening hours.

Finally, the sensorial marketing, the store mechandising and the assistance by the salesperson contributed a lot to my purchase and made my in-store experience pleasant and worth repeating.

Laxcina ARUNTHAVAKUMARAN